Rebroadcasting of advertisements in a social network

ABSTRACT

The subject matter of this specification can be embodied in, among other things, a method that receives at a server a first request to rebroadcast a first sponsored content item that was displayed on the social network to the first user to a second user. A second request to display at least one sponsored content item to the second user when the second user accesses an electronic document associated with the social network is received at the server. The first sponsored content item is retrieved for rebroadcast from one or more sponsored content items indicated for rebroadcast to the second user. The first sponsored content item is output to the second user of the social network in response to the second request to display and without requiring the second user to select the first sponsored content item for display.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation application of and claims priority toU.S. application Ser. No. 13/939,686, filed on Jul. 11, 2013, whichclaims priority to U.S. application Ser. No. 12/392,033, filed on Feb.24, 2009, the entire contents of which are hereby incorporated byreference.

TECHNICAL FIELD

This document generally describes transmitting advertisements.

BACKGROUND

Social networks offer individuals great opportunities to communicate andstay in touch with others. Monetizing the networks and supportingfeatures offered to users, however, has been historically difficult.Often advertisements are not well targeted to users (e.g., ads may betargeted to mostly static profile information, which may lead to astatic set of ads or a lack of diversity within the shownadvertisements). Users typically begin to ignore the advertisementsafter a period of display. Further, advertisers may not receive adequatefeedback on the quality of their advertisements.

SUMMARY

In general, this document describes transmitting, or rebroadcasting,advertisements from one user of a social network to other users. Forexample, a user may like an advertisement (ad) and select the ad forrebroadcasting to his or her friends. In this way, the display of adscan incorporate a social aspect, where users forward ads they think willbe particularly relevant or of interest to their friends or other socialnetwork users.

One aspect of the disclosure features a computer-implemented method thatdetermines for a first user of a social network one or more second usersof the social network having an acquaintance relationship with the firstuser and receives at a server from the first user a first request torebroadcast a first sponsored content item that was displayed on thesocial network to the first user to a second user of the determined oneor more second users. A second request is received at the server todisplay at least one sponsored content item to the second user when thesecond user accesses an electronic document associated with the socialnetwork. The first sponsored content item is retrieved for rebroadcastfrom one or more sponsored content items indicated for rebroadcast tothe second user. The first sponsored content item is output to thesecond user of the social network in response to the second request todisplay the at least one sponsored content item and without requiringthe second user to select the first sponsored content item for display.

Another aspect of the disclosure features a system including one or moreservers to receive a request from a first user of a social network torebroadcast a first sponsored content item that was displayed to thefirst user to a second user of the social network. The system alsoincludes means for selecting the first sponsored content item from oneor more sponsored content items indicated for rebroadcasting to thesecond user when the second user accesses an electronic documentassociated with the social network. The system further includes aninterface to output the first sponsored content item for viewing by thesecond user.

Another aspect of the disclosure features a method that receives agenerated sponsored content item for initial display to one or morefirst users of a social network, and receives a request from at least aportion of the one or more first users that the sponsored content itembe rebroadcast to a second set of users of the social network. Thesecond set of users are related to the portion of first users throughacquaintance relationships within the social network. The sponsoredcontent item is output to the second set of users and presented in aformat that enables the second set of users and subsequent recipientusers to rebroadcast the sponsored content item to other users of thesocial network.

In some examples, the first sponsored content item displayed to thesecond user further comprises a badge indicating that the firstsponsored content item has been rebroadcast by the first user. The badgemay be associated with a plurality of indicators that identify users whohave rebroadcast the first sponsored content item for display to thesecond user.

In various examples, the first sponsored content item is selected from aplurality of user-generated and commercial entity-generated sponsoredcontent items.

In some examples, the method receives from the second user a thirdrequest that the first sponsored content item be rebroadcast to a thirduser of the social network.

The method, in some applications, receives from the first user a messageto be displayed with the first sponsored content item to the seconduser.

In various implementations, the first request to rebroadcast the firstsponsored content item to the second user is part of a request torebroadcast the first sponsored content item to a group of users ofwhich the second user is a member. In some examples, the method outputsthe first sponsored content item for display to each other user in thegroup. In various examples, the method determines members of the groupbased on an identification of users having an acquaintance relationshipwith the first user. The method refines a selection of the members basedon whether the users have interests that are associated with content ofthe first sponsored content item, in some aspects. The method, invarious examples, may determine the interests of the users based oncontent generated on the social network by the users.

In some examples, the method receives an indication that the first userno longer desires to view the first sponsored content item. Theindication may be generated based on an express action from the firstuser indicating that first user is not interested in the first sponsoredcontent item.

In various examples, retrieving the first sponsored content item fromthe one or more sponsored content items includes generating scores foreach of the one or more sponsored content items and selecting forretrieval an sponsored content item having a highest ranked score.

In some examples, a generated score is based on a first sponsoredcontent item's history of rebroadcasts, history of selections by arecipient user, history of impressions shown, or history of indicationsthat a recipient user is not interested in the sponsored content item. Agenerated score is based on a second user's history of rebroadcastingthe first user's rebroadcasts, in some applications. In otherapplications, a generated score is based on history informationassociated with the first sponsored content item or the first user, thehistory information specific to interactions with the second user or allusers.

The method outputs to the first user or to an entity associated with acreation of the first sponsored content item an indication of apenetration of the rebroadcast into the social network, in someapplications. In some implementations, the method outputs to the firstuser or to an entity associated with a creation of the first sponsoredcontent item an indication of a number of rebroadcasts of the firstsponsored content item by other users. In various examples, the methodoutputs to the first user or to an entity associated with a creation ofthe first sponsored content item an indication of a number of users thatindicated a desire to no longer view the first sponsored content item,in some applications.

The systems and techniques described here may provide one or more of thefollowing advantages. First, an alleviation of ad blindness may beprovided. For example, users of social networks may begin to ignore adson social networks after a period of display. The interactive nature ofrebroadcasting ads to other users may draw attention to the ads, andconsequently, generate better responses from viewers (e.g.,click-through rates). Another benefit may arise from direct feedbackprovided to advertisers on which ads are selected by users forrebroadcasting and which are not. An additional benefit may arise from aviral affect, where popular ads cascade through the social network,generating user interest and creating a “buzz.” A further benefit is theability for advertisers to broadcast ads with the social network's ownadvertising system instead of a complex general advertisement system.Another benefit is that the system may encourage high quality content inads.

The details of one or more embodiments are set forth in the accompanyingdrawings and the description below. Other features, objects, andadvantages of the invention will be apparent from the description anddrawings, and from the claims.

DESCRIPTION OF DRAWINGS

FIG. 1A is a diagram of an example system for rebroadcastingadvertisements.

FIG. 1B is a diagram of an example system for rebroadcastingadvertisements.

FIG. 2 is a flow chart of an exemplary process 200 for userrebroadcasting of advertisements in a social network.

FIG. 3 is a diagram of an example system 300 for rebroadcastingadvertisements.

FIG. 4 is a flow chart of an exemplary process 400 for supplyingadvertisements in a social network.

FIG. 5 is an example screenshot of a social network page 500 displayinga broadcast advertisement and a rebroadcast advertisement.

FIG. 6 is an example screenshot of a social network page 600 displayinga rebroadcast advertisement 610.

FIG. 7 is an example screenshot of a social network page 700 forbroadcasting advertisements.

FIG. 8 is an example screenshot of a web page 800 displayingadvertisement statistics.

FIG. 9 is a schematic diagram of a computer system 900.

DETAILED DESCRIPTION

This document generally describes a social network where users of thesocial network can rebroadcast sponsored content items (e.g.,advertisements or ads) that they have viewed to other recipient users.In some implementations, a user may view sponsored content items on oneor more pages of the social network. A user may select one of thesponsored content items displayed to the user and rebroadcast, orelectronically distribute, the sponsored content item to other recipientusers of the social network. For example, a user may choose torebroadcast the sponsored content item to specific users, groups ofusers, or networks of users.

In some implementations, the sponsored content may include anadvertisement for a commercial product or a commercial service. Thesponsor of the content may not be a user of the social network. In otherimplementations, the sponsored content may be provided by a user of thesocial network. The content or advertisement provided by the socialnetwork user may be commercial or non-commercial in nature.

In some implementations, a user rebroadcasting an advertisement (i.e.,an originating user) may not specify recipient users, and the socialnetwork can automatically determine the recipients. For example, thesocial network may automatically determine that all friends of theoriginating user (e.g., users agreeing to a social network relationshipwith the originating user) should receive the rebroadcast advertisement.Further, the social network may automatically determine that all friendsof the friends of the originating user should receive the rebroadcastad. In this implementation, the social network may be said to broadcastto the users at a depth of two from the originating user.

In some implementations, an originating user may enter a message with arebroadcast ad for display to recipient users. In other implementations,users of the network may “trash” an ad so that it will no longer appearto them. For example, an ad may include a button that, when clicked by auser, causes the ad to either disappear immediately, to not reappear tothe user on the social network, or to make it less likely that the adwill be shown to either his friends or other users.

The social network may present the rebroadcast ad to the recipientusers. A badge may accompany the rebroadcast ad to indicate that the adwas rebroadcast by an originating user. In some implementations, thebadge may provide indicators of originating users that have selected thead for rebroadcast to a recipient user. In some implementations,recipient users may view a message sent by the originating user. Forexample, the originating user may choose to rebroadcast an ad torecipient users with the message: “Great Advertisement!” The rebroadcastad may then display to the recipient users, accompanied by the message“Great Advertisement!”

Recipient users may repeat the process, becoming originating usersthemselves and rebroadcasting the ad to new recipient users. In someimplementations, traditional advertising systems may create the contentthe broadcast ad, social networking advertising systems may provide thead, or social network users may create the ad.

FIG. 1A is a diagram of an example system for rebroadcasting ads. Thesystem may include a social network 100 that resides on a server 126. Insome implementations, this social network 100 may be represented as asocial network graph 124. For example, the social network 100 mayinclude a plurality of users represented by nodes in the graph 124, suchas F1 (102), F2 (104), F3, (106), F4 (108), F5 (110), and F6 (112).Users that have an association with each other may be connected by links(e.g. 114, 116, 118, 120, 122 in the graph 124).

A user of the social network may view a page 128 that is associated withuser F1. This page may display an advertisement 130. In someimplementations, a user clicking on the advertisement 130 may prompt adialog box 132 for rebroadcasting the advertisement 130 to recipientusers.

In FIG. 1A, page 128 is associated with user F1. In someimplementations, this page (e.g., an electronic document associated withthe social network) is a personal page of F1 that F1 or other users canview (e.g., possibly only users with an acquaintance relationship to F2can view the page 128). A personal page may contain user-generatedcontent such as F1's picture 140 and a list of F1's friends 138, amongother personal information. A personal page may also be a pageassociated with a user but containing content generated by the network.For example, the personal page may display recent activity of the useron the social network or include information associated with the userbut generated by other users of the social network.

In some implementations, page 140 is a page that F1 may visit. Forexample, page 140 could be a personal page of F1, but could also beanother user's personal page, an advertiser's page, a page for a groupof users, or a page for a network of users. In some implementations,page 140 resides within a separate, associated social network.

Advertisement 130 may include or be associated with interactive portionsof page 140 that when selected perform an operation. For example, onesuch interactive portion may be a rebroadcast button 144 that permits anoriginating user to rebroadcast the advertisement 130 to recipientusers. In one implementation, clicking the rebroadcast button 144activates a dialog box 132. The dialog box may display options forrebroadcasting the advertisement. For example, an address field 134 maypermit the originating user to select specific recipient users and amessage field 136 may permit the originating user to send a message tothe recipient users.

In some implementations, a message field 136 may permit the originatinguser F1 to provide a message to the recipient users. For instanceoriginating user F1 may provide the message “Great Advertisement!”

In some implementations, the originating user may select as recipientusers specific users, specific email addresses, all users of anoriginating user-created group, all users of a voluntarily associatedgroup, all users of a network, or any combination of the above. Forexample, in address field 134 of social network 100, originating user F1is specifically rebroadcasting advertisement 130 to recipient users F2(104), (110), and F6 (112).

In some implementations, an originating user may not specify recipientusers and the social network automatically determines the recipients.For example, the social network may automatically determine that friendsof the originating user and all friends of the friends of theoriginating user should receive the rebroadcast advertisement. In thisimplementation, the social network may be said to rebroadcast torecipient users to a depth of two from the originating user. In suchexample in social network 100, users F2, F3, F4, F5, and F6 may receivea rebroadcast advertisement to a depth of two from originating user F1.Recipient users F3 and F4 may be considered at a depth of two whilerecipient users F2, F5, and F6 may be considered at a depth of one. If,for example, recipient user F3 was also connected to originating user F1by a link, recipient user F3 may be considered at a depth of one.

In some implementations, page 140 includes, for example, a trash button142 associated with the advertisement 130. A user's selection of thisbutton may indicate that the user no longer desires to view theadvertisement. The advertisement 130 may then disappear, be replaced byanother advertisement, or remain on the page. The advertisement 130 maythen appear with less frequency in the future or never appear again.Trashing may impact the display of advertisements related to the trashedadvertisement.

In some implementations, the interaction portion of the page may be alink, radio button, mouse-over area, or other selectable portion of page140 or advertisement 130. In some implementations, the interactiveportion of the page is selected by clicking with a mouse pointer 146,tapping on a touch screen, hovering over a selectable area with a mousepointer, etc. In some implementations, the dialog box 132 may beprovided as a separate page, pop-up box, drop down dialog box,expandable portion of the page, etc.

Social network 100 may display advertisement 130 within pages of thesocial network (e.g. page 128). This advertisement may include text,image, map, sound, gadget, or video. In some implementations, theadvertisement includes a “headline” and a “body.” For example, theheadline may display like a news ticker. If a user selects the headline,a “body” may reveal with additional information. In someimplementations, the advertisement includes a standard 250×250 pixeladvertisement block.

In some implementations, an advertisement may provide click-throughsthat stay within the social network. For example, a user clicking on anadvertisement may be directed to the advertiser's social network page orto a social network group or event. In some implementations, theadvertisement may provides click-throughs that leave the social network,for example to an advertiser's website or a third-party website. In someimplementations, an advertisement provides no click-throughs, butinstead may present text, a pop-up box, animation, sound, etc. upon auser selecting the advertisement.

In some implementations, the social network 100 may be represented by asocial network graph 124, as discussed previously. The links of thegraph 124 may indicate various types of acquaintance relationshipsbetween users of a social network. In some implementations theacquaintanceship relationships may be bi-lateral relationships. Forexample, two users of the social network may have agreed to beacquaintances of each other or otherwise acknowledged or affirmed anacquaintanceship relationship. The link may indicate that the users haveagreed to be social friends. For example, one user may request to be thefriend of a second user and the second user agrees. In someimplementations, the links indicate an acquaintance relationship whereone user has merely requested to be the friend of another user, whereone user has sent a message to another user, or where one user hasviewed the personal page of another user.

Depending upon the acquaintance relationship, linked users may accessvarying levels of information about each other. In some implementations,both users may view personal information otherwise not shared with otherusers of the social network. Social network 100 and social network graph124 present example representations of acquaintance relationships in asocial network. For example, a social network may contain more than sixusers, users of a social network may have more than three friends, andthe number of depths may reach past two. In some implementations, anacquaintanceship relationship may be a unilateral relationship. Forexample, a user of the social network may have requested to be anacquaintance of or sent a message to another user that has not otherwiseacknowledged an acquaintanceship between the two users.

The social network represented by nodal representation 124 may residewithin, operate on, or be accessed by server 126. It is understood thatthis server is only shown as a single device for illustrative purposesand may consist of numerous such devices.

FIG. 1B is a diagram of an example system after an advertisement hasbeen rebroadcast. This example shows a time after the advertisement 130has been rebroadcast by the originating user F1. In addition to the page128, the social network 100 may further include pages 150, 140, and 146,respectively associated with recipient users F2 (104), F5 (110), and F6(112). In some implementations, pages 150, 140, and 146 may share theimplementation or template of page 128 of FIG. 1A. Pages 150, 140, and146 may respectively display advertisements 156, 154, and 152, wherethese advertisements are rebroadcasts of advertisement 130 of FIG. 1A.The advertisements 156, 154, and 152 may be the same as or similar toadvertisement 130 of FIG. 1A.

In some implementations, a badge may accompany advertisement 156 thatindicates that the advertisement was rebroadcast by one or moreoriginating users. For example, advertisement 156 may display an expandbutton 158 that is not present in advertisement 130 of FIG. 1A. In someimplementations, the badge 156 may indicate which originating users haveselected the advertisement for rebroadcast to a recipient user. Forexample, rebroadcast list 172 may indicate that user F1 and user F3rebroadcast advertisement 156 to user F2.

In some implementations, the badge may include or be associated with aninteractive portion of page 150. For example, clicking the expand button158 activates a dialog box 170. The dialog box 170 may display arebroadcasting list 172 of users that rebroadcast to the recipient userthe advertisement 156. In some implementations, the page 150 or dialogbox 170 may contain messages from one or more originating users. Forexample, message 176 in rebroadcasting list 172 may be from user F1 andthe same as message 136 in FIG. 1A.

In some implementations, advertisement 156 may include or be associatedwith a rebroadcast button 160 similar to rebroadcast button 142 FIG. 1A.In some implementations, advertisement 156 may include or be associatedwith a trash button 178 similar to trash button 142 of FIG. 1A. Pages152, 154 and advertisements 146, 148 may contain functions and buttonssimilar to page 150 and advertisement 156. Pages 152, 154, and 150 maycontain functions and buttons similar to page 128 of FIG. 1A.

In some implementations, recipient users may repeat the entire process,becoming originating users themselves and rebroadcasting theadvertisement to new recipient users. For example, recipient user F2 mayrebroadcast to other social network users the advertisement rebroadcastby originating user F1, effectively making user F2 an originating user.

FIG. 2 is a flow chart of an example process 200 for user rebroadcastingof advertisements in a social network. The process 200 may be performed,for example, by a system such as the systems in FIG. 1A and FIG. 1B and,for clarity of presentation, the description that follows uses thesystems in FIG. 1A and FIG. 1B as the basis of an example for describingthe process. Another system or combination of systems, however, may beused to perform the process 200.

In box 202, a determination is made whether a user request is receivedto rebroadcast an advertisement to one or more recipient users (e.g. theuser's friends). For example, user F1 (102) in FIG. 1A may see anadvertisement that he likes. The user F1 (102) can select therebroadcast button 144 to rebroadcast the advertisement to other users.The server 126 can detect the selection of the rebroadcast button andforward the advertisement to web pages that the users F2 (104), F5(110), and F6 (112) are viewing or may view in the future. If no requestis received, the process ends. If a request is received, the processperforms the operation of box 204.

In box 204, a determination is made whether a request from a recipientuser is received to display an advertisement. For example, the socialnetwork 100 in FIG. 1B may receive a request from user F2 (104) todisplay an advertisement on page 150. This may be an implicit requestgenerated when a user F2 (104) accesses page 150 or the page beingviewed by user F2 (104) reloads or refreshes If no request is received,the process performs the operation of box 202. If a request is received,the process performs the operation of box 206. In some implementations,the operation of box 204 may wait until all recipient users request anadvertisement before performing the operation of box 202.

In box 206, an advertisement is retrieved from a plurality ofadvertisements that are marked for rebroadcast to the recipient userthat requested to display an advertisement. For example, advertisement130 in FIG. 1A may be marked by user F1 (102) for rebroadcast to user F2(103) and added to the plurality of advertisements marked for display.Further, user F4 (108) may mark a second advertisement (not shown) forrebroadcast to user F2 (103) and similarly added to the plurality. Oneor more advertisements may then be retrieved from the plurality ofadvertisements.

In box 208, the retrieved advertisement is displayed on the recipientuser's page. For example, advertisement 156 in FIG. 1B may be displayedon page 150 of user F2 (104). In some implementations a first retrievedadvertisement may be displayed for 10 seconds and then rotated with asecond retrieved advertisement.

FIG. 3 is a diagram of an example system 300 for rebroadcastingadvertisements. The system may include a user terminal 306 thatcommunicates with a social network frontend server 310 for loadingportions of a web page of a social network and a broadcast frontendserver 308 for loading one or more advertisements on the page 151. Thebroadcast frontend server 308 may communicate with an unpaidadvertisement broadcast system 304 and a paid advertisement broadcastsystem 302, both described in greater detail later.

The user terminal 306 may display to a user of a social network one ormore pages of the social network. For example, the user F1 (102) in FIG.1A may use terminal 306 of FIG. 3 to access the social network 100 andview page 128.

The user terminal 306 may communicate with a social network frontendserver 310 to receive portions of a page of the social network. Forexample, the portions of the page may include a picture of a user and alist of the user's friends. If, for example, the user F1 (102) in FIG.1A accessed the social network through user terminal 306, the userterminal may receive from the social network frontend server picture 140and friends list 138, among other portions of the page 128. In someimplementations, the social network frontend server serves gadgets, suchas mini xml-based applications that display content and allow a user tointeract with the content. The gadgets, for example, may be used todisplay advertisements and permit users to rebroadcast the same.

In some implementations, the user terminal 306 may communicate with abroadcast frontend server 308 to receive one or more advertisements. Forexample, the user terminal 306 may send a HTTP request for anadvertisement to broadcast frontend server 308. The broadcast frontendserver may communicate with two systems, an unpaid advertisementbroadcast system 304 and a paid advertisement broadcast system 302, toretrieve one or more advertisements. For example, the broadcast frontendserver 308 may request an advertisement from either or both the unpaidadvertisement broadcast system 304 and the paid advertisement broadcastsystem 302.

In selecting whether to show a paid or unpaid advertisement, thedetermination may be based upon a weight, quality, or relevance of thereceived advertisements. For example, an advertisement may have agreater weight if the content is time-critical or the advertisement willbring in greater revenue. The advertisement may have a greater qualityif it has been rebroadcast several times. The advertisement may have agreater relevance if the user has rebroadcast similar advertisements inthe past or users with similar preferences have rebroadcast the message.In some implementations, the broadcast frontend server 308 may provideboth paid and unpaid advertisements, or alternate between the two typesof advertisements.

In some implementations, an interface may be used to display theadvertisements (e.g. an http or a TCP/IP interface used to transmit theadvertisement for display). The interface may implement any applicationprogramming interface (API) or communication protocol. For example, theinterface may implement the OpenSocial API. A gadget that displaysadvertisements may use the OpenSocial API to get information from thesocial network. The information may include friend lists, links tofriends profile pages, friend's profile picture, etc.

In some implementations, the unpaid advertisement broadcast system 304may include a social advertisements mixer server 312 and one or moredatabases (e.g. databases 314, 316, 318, 320, 322, and 324). The socialadvertisements mixer server 312 may provide unpaid advertisements to abroadcast frontend server 308 for eventual display to a social networkuser on user terminal 306. The advertisements provided by the socialadvertisements mixer server 312 may originate from users of the socialnetwork and may be broadcast or rebroadcast to other users of the socialnetwork. In some implementations, the social advertisements mixer server312 may retrieve eligible advertisements, rank them based upon data inthe databases, and return the highest ranked advertisement. The server312 may also record interaction statistics (e.g., click-through rates)and store new unpaid advertisements.

In some implementations, the social advertisements mixer server 312 mayinteract with one or more databases for storing the advertisements andstatistics on the advertisements' use. For example, the socialadvertisements mixer server 312 may interact with a graph targetingdatabase 314, a relationship database 316, a reputation database 318, acontent database, 320, a history database 322, and a depth database 324.The databases may include history information and the server 312 may useinformation in the databases to generate a score for one or moreadvertisements or broadcasters of the advertisement. An advertisementwith the highest score may be displayed to a user requesting display ofan advertisement. The score may be specific to interactions between theuser requesting display of an advertisement and an advertisement oradvertisement's broadcaster. The score may be a global score notspecific to interactions with the user requesting display of anadvertisement. In some implementations the score of an advertisement anda broadcaster of the advertisement may be combined.

In some implementations, the graph targeting database 314 may store asimple queue of reverse-chronological advertisement broadcastidentifications. In response to a social network user lookup, thedatabase may provide the most recent advertisements rebroadcast to theuser by other users.

In some implementations, the relationship database 316 may accumulatecounts of broadcast interactions between every pair of social networkusers as a proxy for the strength of their relationship. In otherimplementations, the relationship database 316 may store acquaintancerelationship information such as information about friendship statusbetween users, of interactions between users (e.g., the number of timesa user viewed another user's profile, whether one user sent or postedcontent to another user, etc.), whether users have common acquaintances,whether users belong to the same or similar groups, etc.

In some implementations, the reputation database 318 may accumulateglobal interaction counts for each user. The reputation database 318 mayserve as a roll-up of the relationship database 316 and may to indicatehow influential a person is among his acquaintances.

In some implementations, the content database 320 may contain broadcastcontent and interactions. For example, the database 320 can includeadvertisements, display information, information about the number oftimes the advertisement is selected for rebroadcasting, and to and fromwhom the advertisement is rebroadcast.

In some implementations, the history database 322 may contain a user'sprevious interactions with every broadcast or rebroadcast advertisementdisplayed to him.

In some implementations, the depth database 324 may contain statisticson the depth of advertisement penetration through the network. Forinstance, the database may be indexed by a user identification numberand contain counts on the interactions at every depth for advertisementsbroadcast or rebroadcast by a respective user. In some implementations,the databases 314, 316, 318, 320, 322, and 324 include or are datastores, data layers, or tables.

In some implementations, the paid advertisement broadcast system 302 mayinclude a paid advertisements frontend server 326, an advertiserterminal 340, an advertisements database 336, and numerous serversproviding specific services such as servers 328, 330, 332, 334, and 338,which are each discussed in greater detail below.

The paid advertisements server 326 may receive a request from thebroadcast frontend server 308 to provide advertisements and, in return,provides the advertisements to the broadcast frontend server 308.

In some implementations, the paid advertisements frontend server 326communicates with additional servers to determine which advertisementsto provide to the broadcast frontend server 308. For example, the paidadvertisement frontend server 326 may communicate with a centraladvertisements server 328 that communicates with several additionalservers to determine one or more advertisements to provide to thefrontend server 326. An eligibility server 334 may provide a list ofadvertisements eligible for broadcast to the social network user at userterminal 306. For example, eligible advertisements may have sizerequirements (e.g. 250×250 pixels) and content requirements (e.g. noanimation).

A user backend server 330 may provide information about specific users.This information may include a specific user's history of rebroadcastingor trashing advertisements. An advertisement database 336 may providestatistical information about users and advertisements in addition tothat provided by user backend server 330. The advertisement database 336may hold the information described in relation to databases 314, 316,318, 320, 322, or 324. One or more of the servers contained within thepaid advertisement broadcast system 302 may communicate with theadvertisement database 336.

An advertisement provider server 332 may store and provide the requestedadvertisements. For example, central advertisement server 328 may weighthe list of advertisements provided by eligibility server 334 and mayrequest the chosen one or more advertisements from advertisementprovider server 332. The central advertisement server 328 may thenreceive from server 332 the requested advertisement and provide it toserver 326 for eventual forwarding to the broadcast frontend server 308.

In some implementations, an advertiser uses an advertiser terminal 340for requesting a broadcast of one or more paid advertisements on thesocial network. For example, the advertiser terminal 340 may communicatewith a paid social advertisement frontend server 338 that providesinformation and a page to the advertiser for purchasing the broadcast ofadvertisements on the social network. The paid social advertisementfrontend server 338 may communicate with the advertisement database 336to complete the purchasing and to provide information to the paidadvertisement broadcast system 302 to perform the broadcast ofadvertisements.

In some implementations, the advertisements provided by the paidadvertisement broadcast system 302 originate from a general advertisingsystem (e.g. a non-social network specific advertising system that alsobroadcasts advertisements on pages that are not specific to the socialnetwork). In some implementations, the functions performed by a serverin social network 300 may be performed by more than one server. Further,the functions performed by several servers in social network 300 may beperformed by a single server. One skilled in the art would recognizenumerous possibilities for providing the functions recited above.

In various implementations, a gadget served by the social networkfrontend server may display advertisements and receive requests foradvertisements. The gadget may forward these requests to the broadcastfront end 308, the unpaid advertisement broadcast system 304, or thepaid advertisement broadcast system 302 for the operations describedabove.

FIG. 4 is a flow chart of an exemplary process 400 for supplyingadvertisements in a social network. The process 400 may be performed,for example, by a system such as the system in FIG. 3 and, for clarityof presentation, the description that follows uses the system in FIG. 3as the basis of an example for describing the process. Another system orcombination of systems, however, may be used to perform the process 400,such as the systems of FIGS. 1A and 1B.

In box 402, a user terminal loads a page of a social network from asocial network frontend server. For example, the user terminal 306 ofthe system 300 in FIG. 3 may request that the social network frontendserver 310 provide a page of a social network. This page may provideinformation about a user of the social network, be customized by theuser, and may include an ability to chat with the user.

In box 404, a determination is made whether a broadcast frontend serverreceives a request to provide an advertisement to the user terminal. Forexample, the user terminal 306 in FIG. 3 may load most of a page of asocial network from the social network frontend server 310. The userterminal 306 may not load an advertisement from the social networkfrontend server 310 and may request this advertisement from thebroadcast frontend server 308. If no request is received, the process400 ends. If a request is received, the process 400 performs theoperation of box 406.

In box 406, the broadcast frontend server requests one or moreadvertisements. In some implementations, the frontend server 308requests a paid advertisement, in other implementations, server 308requests unpaid advertisements, and in still other implementations theserver 308 requests both paid and unpaid advertisements. If the requestis for paid advertisements, the operations of boxes 414-418 may beperformed. If the request is for unpaid advertisements, the operationsof boxes 408-410 may be performed. The operation starting at boxes 404and 414 may run concurrently.

In box 408, the social advertiser mixer server has received the requestfor an advertisement and runs an auction among one or moreadvertisements. The one or more advertisements may includeadvertisements targeted to a requesting user. For example, the socialadvertising mixer server 304 in FIG. 3 receives a request for anadvertisement and runs an auction among one or more advertisements todetermine which one or more advertisements to provide to the broadcastfrontend server 308. For example, the auction may take into account theinformation of the databases 314, 316, 318, 320, 322, and 324 indetermining the winning advertisement or advertisements of the auction.The auction may provide to a user of terminal 306 an advertisementrebroadcast by another user, where the other user's advertisements havebeen rebroadcast frequently by the user of terminal 306. The auction mayinstead provide to the user of terminal 306 the first advertisement thatwas rebroadcast to the user by another user of the social network.

In box 410 the social advertisement mixer server provides to thebroadcast frontend server the winning one or more social advertisementsfrom the auction. For example, the social advertisement mixer server 312in FIG. 3 may provide a winning advertisement to the broadcast frontendserver 308.

In box 414, a paid advertisement frontend server receives the requestfor an advertisement and requests that a central advertisement serverprovide an advertisement. For example, the paid advertisement frontendserver 326 of the system 300 in FIG. 3 may receive a request from thebroadcast frontend server 308 to provide it one 250×250 pixel graphicadvertisement and one 120 character or less text advertisement. The paidadvertisement frontend server 326 then passes this information on to thecentral advertisement server 328 and requests appropriateadvertisements.

In box 416, the central advertisement server selects an advertisementfrom a plurality of advertisements using user and advertisementstatistics. For example, the central advertisement server 328 of FIG. 3may send the request for one 250×250 pixel advertisement and one 120character or less text advertisement to the eligibility server 334. Theeligibility server 334, which has been updated with information from theadvertisement database 336, may return a list of 526 suitable graphicadvertisements and a list of 846 suitable text advertisements. Thecentral advertisement server 328 may then weight the lists of receivedadvertisements or run an auction, using statistics on the advertisementfrom the advertisement database 336 and statistics on the user ofterminal 306 from the user backend server 330. The central advertisementserver 328 selects a winning graphic advertisement and a winning textadvertisement. An actual content of the winning advertisements may berequested and received from an advertisement provider server 332.

In box 418, the central advertisement server provides the selected oneor more advertisements from the plurality of advertisements to the paidadvertisements frontend server which then provides the advertisements tothe broadcast frontend server. For example, central advertisement server328 in FIG. 3 may provide the winning graphic advertisement and thewinning text advertisement to the paid advertisement frontend server 326which would then provide the same advertisements to the broadcastfrontend server 308.

Although not shown, auctions may be run that include both paid andunpaid advertisements. The unpaid advertisements may be assigned adefault bid. An unpaid advertisement with a default bid lower than thebid for a paid advertisement may still win an auction. For example, anunpaid advertisement with a default bit of $0.06 may win over a paidadvertisement with a bid of $0.09 if the unpaid advertisement wasbroadcast or rebroadcast by a user with an acquaintance relationship tothe recipient user, the acquaintances of the recipient user have clickedthrough the unpaid advertisement, or the recipient user has rebroadcastor clicked through similar unpaid advertisements. Similar bidmodifications may occur for paid advertisements as well.

In box 412, a determination is made whether the broadcast frontendserver selects the one or more unpaid advertisements from theadvertisements received from the social advertisements mixer server andthe paid advertisement frontend server. For example, the broadcastfrontend server 308 of FIG. 3 may receive a graphic and textadvertisement from the social advertisements mixer 312 and a graphic andtext advertisement from the paid advertisement frontend server 336. Ifthe broadcast frontend server selects an advertisement from the socialadvertisements mixer server, then the operation of box 420 is performed.

If the broadcast frontend server does not select the advertisement fromthe social advertisements mixer server (i.e. the broadcast frontendserver selects the advertisement from the paid advertisement frontendserver) then the operation of box 422 is performed. For example, thebroadcast frontend server 308 in FIG. 3 may select the graphicadvertisement from the social advertisements mixer server 312 becausethe advertisement has been rebroadcast by more users than the graphicadvertisement provided by the paid advertisement frontend server 326.The broadcast frontend server may, however, select the textadvertisement from the paid advertisement frontend server 326 forsimilar reasons.

In box 420, the broadcast frontend server outputs the unpaidadvertisement to the user terminal.

In box 422, the broadcast frontend server outputs the paid advertisementto the user terminal.

In box 424, the user terminal displays the one or more advertisementsreceived from the broadcast frontend server for display to a userterminal. For example, the user terminal 306 in FIG. 3 may receive anddisplay the unpaid graphic advertisement and the paid text advertisementon the same page to a user of terminal 306.

FIG. 5 is an example screenshot of a social network page 500 displayinga broadcast advertisement and a rebroadcast advertisement. The socialnetwork page 500 may be a personal page for a user 513 and may include apicture of the user 510 and a list of the user's friends 508. The pagemay include a first advertisement 502 associated with a broadcast button504, a trash button 506, a badge 518, and a second advertisement 512associated with a broadcast button 514 and a trash button 516. The badge518 may indicate that advertisement 502 has been rebroadcast by a userof the social network. The user 513 may rebroadcast advertisements 502and 512 to other users of the social network.

In some implementations, page 500 may be an example of page 158 in FIG.1B. The first advertisement 502 may be an example of advertisement 162,rebroadcast button 504 may be an example of rebroadcast button 160,trash button 506 may be an example of trash button 178, and badge 518may be an example of badge 158. The second advertisement 512 and thebuttons 514 and 516 may serve similar functions.

FIG. 6 is an example screenshot of a social network page 600 displayinga rebroadcast advertisement 610. The page 600 may be an example of page500 in FIG. 5, but where the user who received advertisement 502 canclick on badge 500 to see a dialog box. The page may include arebroadcast advertisement 602 that is associated with a broadcast button606, a trash button 608, and a badge 604. Dialog box 610 may appear whenthe badge 604 is clicked on or otherwise activated by a cursor 614. Thedialog box 610 may display information about the rebroadcastadvertisement. For example, the dialog box 610 may display that user 616and user 614 rebroadcast the advertisement. The dialog box may displaymessage 612 that user 616 included for attachment with the rebroadcastadvertisement.

FIG. 7 is an example screenshot of a social network page 700 forbroadcasting advertisements, which permits a user of the social networkto broadcast advertisements into the social network. Page 700 mayinclude a form 712 for entering information about the advertisement tobe broadcast (the “broadcast advertisement”) and an exampleadvertisement 702 that displays how the broadcast advertisement mayappear to recipient users.

For example, a user desiring to broadcast an advertisement into thenetwork may enter a desired headline for the advertisement in field 704and a desired body in field 706. The user may attach various images orinteractive components to the advertisement using an attachment selector708. For example, a user may enter no additional information to theadvertisement, may attach an image, display a video, include a map,display an event, or incorporate a community into the advertisement. Theuser may broadcast the advertisement by selecting the send button 710.

A headline 714, body 716, and attachment 718 corresponding to theinformation of fields 704 and 706 and attachment selector 708 may appearin the example advertisement 702. The example advertisement may displaya picture 712 of the user broadcasting the advertisement.

The advertisement 702 may appear on page 700 as to recipient users onpage 500 of FIG. 5 or page 600 of FIG. 6. The broadcast advertisementmay or may not include a badge indicating that the message has beenbroadcast. In some implementations, the broadcast advertisement may beunpaid. The page 700 may be a separate page of a social network or maybe a pop-up or dialog box presented on a social network.

FIG. 8 is an example screenshot of a web page 800 displayingadvertisement statistics. In some implementations, the page 800 may beviewed by a user that broadcast (e.g. created or generated) anadvertisement using the page 700 of FIG. 7. The page 800 may displayinformation about broadcast advertisements. For example, page 800 maydisplay general statistics 802 on all of the user's broadcastadvertisements. The page 800 may also permit the broadcasting user tosearch through or view comments associated with rebroadcasts of theadvertisement.

The general statistics 802 may include an indicator of how mayadvertisements a user has rebroadcast, a total number of recipient usersthat viewed the user's broadcast advertisements, a number of timesrecipient users trashed the broadcast advertisements, and a number oftimes recipient users rebroadcast the advertisement originally broadcastby the user.

In some implementations, the page 800 may include an indication of howdeep a broadcast has penetrated or spread among users of a socialnetwork (e.g. broadcast spread info 804). For example, the per-broadcastspread information 804 may include information about different broadcastpenetrations for advertisements a user has sent (e.g., an advertisementfor Gustavo and the Stream rollers, for Gustavo and the beer event, andGustavo's YouTube video). The information about broadcast 806 mayinclude an identifier of an advertisement that is the subject of thebroadcast 822. The identifier 822 may include the headline and bodyinformation input into fields 704 or 706 of FIG. 7 for a particularbroadcast. The information about broadcast 806 may include a number oftimes an associated broadcast advertisement was rebroadcast 824 and anumber of times the associated broadcast advertisement was trashed 826.

In some implementations, the information about broadcast 806 may includedepth information 828. The depth information 828 may indicate the depthan advertisement has penetrated during broadcast (e.g., the degree ofseparation from an originating node) and the number of rebroadcasts ateach depth. For example, broadcast 806 may have been broadcast to sixtyrecipient users at a depth of one degree of separation 812 from thebroadcasting node, ninety-five recipients at a depth of two 814, onehundred and two recipients at a depth of three 816, thirty-onerecipients at a depth of four 31, and no recipients at a depth of five820.

A depth can indicate a number of associations required to reach a userof the social network from an originating node of the broadcastadvertisement. For example, the users at a depth of one may include theusers that have an acquaintance relationship with the originating user.The users at a depth of two may indicate users that have an acquaintancerelationship with the users at a depth of one and are not the users at adepth of one (e.g., friends of friends).

Users that rebroadcast advertisements may view a page 800 to viewinformation on the rebroadcast advertisements. The page 800 may includeinformation similar to general statistics 802 and spread information804, but for advertisements that a user rebroadcast. Page 800 can alsoinclude information about unpaid advertisements. In otherimplementations, page 800 includes implementations about paidadvertisements.

In some implementations, the page 800 may report a number of selectionsof the advertisement by recipient users (not displayed). Such selectionsor clicks may result in the recipient user viewing a broadcasting user'sprofile page or an advertisement's landing page.

FIG. 9 is a schematic diagram of a computer system 900. The system 900can be used for the operations described in association with any of thecomputer-implement methods described previously, according to oneimplementation. The system 900 is intended to include various forms ofdigital computers, such as laptops, desktops, workstations, personaldigital assistants, servers, blade servers, mainframes, and otherappropriate computers. The system 900 can also include mobile devices,such as personal digital assistants, cellular telephones, smartphones,and other similar computing devices. Additionally the system can includeportable storage media, such as, Universal Serial Bus (USB) flashdrives. For example, the USB flash drives may store operating systemsand other applications. The USB flash drives can include input/outputcomponents, such as a wireless transmitter or USB connector that may beinserted into a USB port of another computing device.

The system 900 includes a processor 910, a memory 920, a storage device930, and an input/output device 940. Each of the components 910, 920,930, and 940 are interconnected using a system bus 950. The processor910 is capable of processing instructions for execution within thesystem 900. The processor may be designed using any of a number ofarchitectures. For example, the processor 910 may be a CISC (ComplexInstruction Set Computers) processor, a RISC (Reduced Instruction SetComputer) processor, or a MISC (Minimal Instruction Set Computer)processor.

In one implementation, the processor 910 is a single-threaded processor.In another implementation, the processor 910 is a multi-threadedprocessor. The processor 910 is capable of processing instructionsstored in the memory 920 or on the storage device 930 to displaygraphical information for a user interface on the input/output device940.

The memory 920 stores information within the system 900. In oneimplementation, the memory 920 is a computer-readable medium. In oneimplementation, the memory 920 is a volatile memory unit. In anotherimplementation, the memory 920 is a non-volatile memory unit.

The storage device 930 is capable of providing mass storage for thesystem 900. In one implementation, the storage device 930 is acomputer-readable medium. In various different implementations, thestorage device 930 may be a floppy disk device, a hard disk device, anoptical disk device, or a tape device.

The input/output device 940 provides input/output operations for thesystem 900. In one implementation, the input/output device 940 includesa keyboard and/or pointing device. In another implementation, theinput/output device 940 includes a display unit for displaying graphicaluser interfaces.

The features described can be implemented in digital electroniccircuitry, or in computer hardware, firmware, software, or incombinations of them. The apparatus can be implemented in a computerprogram product tangibly embodied in an information carrier, e.g., in amachine-readable storage device for execution by a programmableprocessor; and method steps can be performed by a programmable processorexecuting a program of instructions to perform functions of thedescribed implementations by operating on input data and generatingoutput. The described features can be implemented advantageously in oneor more computer programs that are executable on a programmable systemincluding at least one programmable processor coupled to receive dataand instructions from, and to transmit data and instructions to, a datastorage system, at least one input device, and at least one outputdevice. A computer program is a set of instructions that can be used,directly or indirectly, in a computer to perform a certain activity orbring about a certain result. A computer program can be written in anyform of programming language, including compiled or interpretedlanguages, and it can be deployed in any form, including as astand-alone program or as a module, component, subroutine, or other unitsuitable for use in a computing environment.

Suitable processors for the execution of a program of instructionsinclude, by way of example, both general and special purposemicroprocessors, and the sole processor or one of multiple processors ofany kind of computer. Generally, a processor will receive instructionsand data from a read-only memory or a random access memory or both. Theessential elements of a computer are a processor for executinginstructions and one or more memories for storing instructions and data.Generally, a computer will also include, or be operatively coupled tocommunicate with, one or more mass storage devices for storing datafiles; such devices include magnetic disks, such as internal hard disksand removable disks; magneto-optical disks; and optical disks. Storagedevices suitable for tangibly embodying computer program instructionsand data include all forms of non-volatile memory, including by way ofexample semiconductor memory devices, such as EPROM, EEPROM, and flashmemory devices; magnetic disks such as internal hard disks and removabledisks; magneto-optical disks; and CD-ROM and DVD-ROM disks. Theprocessor and the memory can be supplemented by, or incorporated in,ASICs (application-specific integrated circuits).

To provide for interaction with a user, the features can be implementedon a computer having a display device such as a CRT (cathode ray tube)or LCD (liquid crystal display) monitor for displaying information tothe user and a keyboard and a pointing device such as a mouse or atrackball by which the user can provide input to the computer.

The features can be implemented in a computer system that includes aback-end component, such as a data server, or that includes a middlewarecomponent, such as an application server or an Internet server, or thatincludes a front-end component, such as a client computer having agraphical user interface or an Internet browser, or any combination ofthem. The components of the system can be connected by any form ormedium of digital data communication such as a communication network.Examples of communication networks include a local area network (“LAN”),a wide area network (“WAN”), peer-to-peer networks (having ad-hoc orstatic members), grid computing infrastructures, and the Internet.

The computer system can include clients and servers. A client and serverare generally remote from each other and typically interact through anetwork, such as the described one. The relationship of client andserver arises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other.

Although a few implementations have been described in detail above,other modifications are possible. For example, the logic flows depictedin the figures do not require the particular order shown, or sequentialorder, to achieve desirable results. Other steps may be provided, orsteps may be eliminated, from the described flows, and other componentsmay be added to, or removed from, the described systems. Accordingly,other implementations are within the scope of the following claims.

What is claimed is:
 1. A computer-implemented method, comprising:selecting, by a computer system, a first sponsored content item fromamong a first plurality of sponsored content items, for presentation ona first web page at a first computing device using an auction process;providing, by the computer system, the first sponsored content item forreceipt by the first computing device at which a first user has loggedinto a first account with a social network, so as to cause the firstcomputing device to display the first sponsored content item on thefirst web page concurrently with a first user interface element and asecond user interfaced element, wherein the first user can interact withthe first user interface element to cause the first computing device toprovide a user interface display that includes a list of users that havepreviously rebroadcast the first sponsored content item, and whereinuser interaction with the second user interface element causes alikelihood that the first sponsored content item will be presented toother users of the social network to decrease; receiving, by thecomputer system, an indication that the first computing device receivedfirst user input to request presentation of the user interface displaythat includes the list of users that have previously rebroadcast thefirst sponsored content item, wherein the first user input comprisesinteraction with the first user interface element; providing, (i) by thecomputer system and in response to the computer system receiving theindication that the first computing device received first user input torequest presentation of the user interface display, and (ii) to thecomputing device, indicators that identify the users that havepreviously rebroadcast the first sponsored content item to facilitatepresentation, by the computing device, of the user interface displaythat includes the list of users that have previously rebroadcast thefirst sponsored content item; receiving, by the computer system, anindication that the first computing device received second user inputselecting the second user interface element; and in response toreceiving the indication that the first computing device received seconduser input selecting the second user interface element, decreasing thelikelihood that the first sponsored content item will be presented toother users of the social network.
 2. The computer-implemented method ofclaim 1, further comprising: identifying, by the computer system, asecond user that has an acquaintance relationship with the first user inthe social network; identifying, by the computer system, an opportunityto display, at a second computing device, a sponsored content item aspart of a second web page that is different than the first web page,wherein the second computing device is a computing device at which thesecond user has logged into a second account with the social network;identifying, by the computer system, a plurality of sponsored contentitems that are eligible for display as the sponsored content item on thesecond web page, including the first sponsored content item and a secondsponsored content item, wherein the first sponsored content item isassigned a first bid that is lower than a second bid that is assigned tothe second sponsored content item; modifying, by the computer system,the first bid that is assigned to the first sponsored content item as aresult of the first sponsored content item having been rebroadcastpreviously by a third user that had an acquaintance relationship in thesocial network with the second user; and providing, by the computersystem and based on the modified first bid, the first sponsored contentitem to the second computing device for display as part of the secondweb page.
 3. The method of claim 1, further comprising: receiving, bythe computer system, an indication that the first computing devicereceived third user input to rebroadcast the first sponsored contentitem to cause the first sponsored content item to be eligible fordisplay on a web page that is different than the first web page, whereinthe third user input comprises interaction with a third user interfaceelement; identifying, by the computer system, a second user that has anacquaintance relationship with the first user in the social network;identifying, by the computer system, an opportunity to display, at asecond computing device, a sponsored content item as part of a secondweb page that is different than the first web page, wherein the secondcomputing device is a computing device at which the second user haslogged into a second account with the social network; identifying, bythe computer system, a plurality of sponsored content item that areeligible for display as the sponsored content item on the second webpage, including the first sponsored content item and a second sponsoredcontent item, wherein the first sponsored content item is assigned afirst big that is lower than a second bid that is assigned to the secondsponsored content item; selecting, by the computer system and inresponse to identifying the opportunity to display the sponsored contentitem as part of the second web page, the first sponsored content timefrom among the plurality of sponsored content items that are eligiblefor display as the sponsored content item on the second web page, basedon the first sponsored content item having been rebroadcast previouslyby the first user and based on the computer system having identifiedthat the second user has an acquaintance relationship with the firstuser, even though the first sponsored content item was assigned thefirst bid that is lower than the second bid that was assigned to thesecond sponsored content item; and providing, by the computer system andin response to the computer system selecting first sponsored contentitem from among the plurality of sponsored content items, based on thefirst sponsored content item having been rebroadcast previously by thefirst user, the first sponsored content time for receipt by the secondcomputing device, so as to cause the second computing device to displaythe first sponsored content time as a sponsored content item on thesecond web page.
 4. The method of claim 3, wherein the first sponsoredcontent item is displayed on the second computing device as thesponsored content item on the second web page concurrently with a thirduser interface element, wherein the second user can interact with thethird user interface element to initiate a second request to rebroadcastthe first sponsored content item.
 5. The computer-implemented method ofclaim 3, wherein the computer system selects the first sponsored contentitem for display as the sponsored content item on the second web page,based on the first sponsored content item having been rebroadcastpreviously by a user that had an acquaintance relationship in the socialnetwork with the second user.
 6. The computer-implemented method ofclaim 3, wherein the computer system designates the first sponsoredcontent item as being one of the plurality of sponsored content itemsthat are eligible for display by the second computing device as thesponsored content item on the second web page, due to the second userhaving an acquaintance relationship with the first user.
 7. Thecomputer-implemented method of claim 3, wherein: the first sponsoredcontent item is a sponsored content item that is unpaid; and the secondsponsored content item is a sponsored content item that is paid.
 8. Thecomputer-implemented method of claim 7, wherein the first bid that isassigned to the first sponsored content item is a default bid that isassigned to unpaid sponsored content items.
 9. The computer-implementedmethod of claim 3, further comprising receiving, by the computer systemand in response to the computer system receiving the indication that thefirst computing device received the third user input to rebroadcast thefirst sponsored content item, an indication that the first computingdevice received additional user input that specified the second user, indistinction to other users of the social network, as a user of thesocial network to which the first sponsored content item is to beeligible for display.
 10. The computer-implemented method of claim 3,further comprising determining, by the computer system and in responseto receiving the indication that the first computing device received thethird user input to rebroadcast the first sponsored content item, thatthe first sponsored content item is to be eligible for display to thesecond user without the first user having specified the second user as auser of the social network to which the first sponsored content item isto be eligible for display.
 11. The computer-implemented method of claim3, wherein the third user input was received by the first computingdevice through user interaction with a user interface element that wasdisplayed by the first web page concurrent with the display of the firstsponsored content item.
 12. The method of claim 1, further comprising:receiving, by the computer system, an indication that the firstcomputing device received third user input to rebroadcast the firstsponsored content item to cause the first sponsored content item to beeligible for display on a web page that is different than the first webpage, wherein the third user input comprises interaction with a thirduser interface element, wherein, upon selection of the third userinterface element, the first computing device prompts the first user toenter text to be rebroadcast along with the first sponsored contentitem; receiving text to be rebroadcast along with the first sponsoredcontent item from the first user; and rebroadcasting, in response to theuser interaction with the third user interface element, the firstsponsored content item along with the text to be rebroadcast along withthe first sponsored content item.
 13. A non-transitory computer-readablemedium including instructions that, when executed by at least oneprogrammable processor, cause performance of operations that comprise:providing, by the computer system, the first sponsored content item forreceipt by the first computing device at which a first user has loggedinto a first account with a social network, so as to cause the firstcomputing device to display the first sponsored content item on thefirst web page concurrently with a first user interface element and asecond user interfaced element, wherein the first user can interact withthe first user interface element to cause the first computing device toprovide a user interface display that includes a list of users that havepreviously rebroadcast the first sponsored content item, and whereinuser interaction with the second user interface element causes alikelihood that the first sponsored content item will be presented toother users of the social network to decrease; receiving, by thecomputer system, an indication that the first computing device receivedfirst user input to request presentation of the user interface displaythat includes the list of users that have previously rebroadcast thefirst sponsored content item, wherein the first user input comprisesinteraction with the first user interface element; providing, (i) by thecomputer system and in response to the computer system receiving theindication that the first computing device received first user input torequest presentation of the user interface display, and (ii) to thecomputing device, indicators that identify the users that havepreviously rebroadcast the first sponsored content item to facilitatepresentation, by the computing device, of the user interface displaythat includes the list of users that have previously rebroadcast thefirst sponsored content item; receiving, by the computer system, anindication that the first computing device received second user inputselecting the second user interface element; and in response toreceiving the indication that the first computing device received seconduser input selecting the second user interface element, decreasing thelikelihood that the first sponsored content item will be presented toother users of the social network.
 14. The non-transitorycomputer-readable medium of claim 13, wherein the operations furthercomprise: receiving, by the computer system, an indication that thefirst computing device received third user input to rebroadcast thefirst sponsored content item to cause the first sponsored content itemto be eligible for display on a web page that is different than thefirst web page, wherein the third user input comprises interaction witha third user interface element; identifying, by the computer system, asecond user that has an acquaintance relationship with the first user inthe social network; identifying, by the computer system, an opportunityto display, at a second computing device, a sponsored content item aspart of a second web page that is different than the first web page,wherein the second computing device is a computing device at which thesecond user has logged into a second account with the social network;identifying, by the computer system, a plurality of sponsored contentitems that are eligible for display as the sponsored content item on thesecond web page, including the first sponsored content item and a secondsponsored content item, wherein the first sponsored content item isassigned a first bid that is lower than a second bid that is assigned tothe second sponsored content item; selecting, by the computer system andin response to identifying the opportunity to display the sponsoredcontent item as part of the second web page, the first sponsored contentitem from among the plurality of sponsored content items that areeligible for display as the sponsored content item on the second webpage, based on the first sponsored content item having been rebroadcastpreviously by the first user and based on the computer system havingidentified that the second user has an acquaintance relationship withthe first user, even though the first sponsored content item wasassigned the first bid that is lower than the second bid that wasassigned to the second sponsored content item; and providing, by thecomputer system and in response to the computer system selecting thefirst sponsored content item from among the plurality of sponsoredcontent items, based on the first sponsored content item having beenrebroadcast previously by the first user, the first sponsored contentitem for receipt by the second computing device, so as to cause thesecond computing device to display the first sponsored content item asthe sponsored content item on the second web page.
 15. Thenon-transitory computer-readable medium of claim 14, wherein the firstsponsored content item is displayed on the second computing device asthe sponsored content item on the second web page concurrently with athird user interface element, wherein the second user can interact withthe third user interface element to initiate a second request torebroadcast the first sponsored content item.
 16. The non-transitorycomputer-readable medium of claim 14, wherein the operations furthercomprise: modifying, by the computer system, the first bid that isassigned to the first sponsored content item as a result of the firstsponsored content item having been rebroadcast previously by a user thathad an acquaintance relationship in the social network with the seconduser.
 17. The non-transitory computer-readable medium of claim 14,wherein the computer system selects the first sponsored content item fordisplay as the sponsored content item on the second web page, based onthe first sponsored content item having been rebroadcast previously by auser that had an acquaintance relationship in the social network withthe second user.
 18. The non-transitory computer-readable medium ofclaim 14, wherein the computer system designates the first sponsoredcontent item as being one of the plurality of sponsored content itemsthat are eligible for display by the second computing device as thesponsored content item on the second web page, due to the second userhaving an acquaintance relationship with the first user.
 19. Thenon-transitory computer-readable medium of claim 14, wherein: the firstsponsored content item is a sponsored content item that is unpaid; andthe second sponsored content item is a sponsored content item that ispaid.
 20. The non-transitory computer-readable medium of claim 19,wherein the first bid that is assigned to the first sponsored contentitem is a default bid that is assigned to unpaid sponsored contentitems.
 21. The non-transitory computer-readable medium of claim 14,wherein the operations further comprise receiving, by the computersystem and in response to the computer system receiving the indicationthat the first computing device received the third user input torebroadcast the first sponsored content item, an indication that thefirst computing device received additional user input that specified thesecond user, in distinction to other users of the social network, as auser of the social network to which the first sponsored content item isto be eligible for display.
 22. The non-transitory computer-readablemedium of claim 14, wherein the operations further comprise determining,by the computer system and in response to receiving the indication thatthe first computing device received the third user input to rebroadcastthe first sponsored content item, that the first sponsored content itemis to be eligible for display to the second user without the first userhaving specified the second user as a user of the social network towhich the first sponsored content item is to be eligible for display.23. The non-transitory computer-readable medium of claim 14, wherein thethird user input was received by the first computing device through userinteraction with a user interface element that was displayed by thefirst web page concurrent with the display of the first sponsoredcontent item.
 24. The non-transitory computer-readable medium of claim13, the operations further comprising: receiving, by the computersystem, an indication that the first computing device received thirduser input to rebroadcast the first sponsored content item to cause thefirst sponsored content item to be eligible for display on a web pagethat is different than the first web page, wherein the third user inputcomprises interaction with a third user interface element, wherein, uponselection of the third user interface element, the first computingdevice prompts the first user to enter text to be rebroadcast along withthe first sponsored content item; receiving text to be rebroadcast alongwith the first sponsored content item from the first user; andrebroadcasting, in response to the user interaction with the third userinterface element, the first sponsored content item along with the textto be rebroadcast along with the first sponsored content item.